The brief was quite open but the guidance given was that it could be humourous in style, with a ‘punchline’ as the ending.

My concept evolved quite quickly. My idea was to depict the rougher side of love showing a baby hugging her rabbit with a little too much enthusiasm until the end title reads “love hurts”.

I aimed to employ illustration style, colour, timing and sound effects in a smart way to communicate the message and achieve humour. I was inspired by the Japanese kawaii style. I thought the extremely cute style would create a fun contrast with the abrupt, ‘violent’ ending. 

I created all of the artwork, the backgrounds and the vector shapes in Illustrator and imported them to After Effects where I animated them.